How to read the habits of the post-Millennial consumer

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

The world of marketing has been increasingly obsessed with Millennials. Working out what they want, how to reach them and how to engage with them has been the dominant mantra of the past few years. But there's a group coming through that is much less understood, if only because until recently they have been too young for us to ethically research quantitatively – Generation Z.

Although we have seen qualitative studies, until now there has been little robust quantitative research into this post-Millennial group. So, we seized this opportunity to understand if the behaviour and attitudes of 16–21-year-olds differed from...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands